Incorporating Emotion into Your Content Marketing

As marketers, we often focus on the logical side of our message. We present data, we list features, and we build a rational case for why a customer should choose us. But we often forget that human beings are not purely logical creatures.

Our decisions are driven by emotion.

We decide with our hearts, and then we use our minds to justify that decision. This is why incorporating emotion into your content marketing is so incredibly powerful.

Content that makes a person feel something—whether it's joy, hope, inspiration, or even a sense of urgency—will always be more memorable, more persuasive, and more shareable than content that is purely informational.

Why Emotion is a Marketing Superpower

• It Captures Attention: In a sea of dry, corporate content, an emotional story or a powerful image can cut through the noise and grab a person's attention.
• It Makes Your Brand Memorable: We are much more likely to remember something that made us feel an emotion. Emotional content creates a stronger and more lasting impression in our memory.
• It Builds a Deeper Connection: Emotion is the language of human connection. Content that resonates on an emotional level can build a deep sense of loyalty and community around your brand.
• It Inspires Action: Emotion is a powerful motivator. The right emotional trigger can be the catalyst that inspires a person to make a purchase, to donate to a cause, or to share your content with others.

How to Incorporate Emotion into Your Content

1. Tell a Human-Centered Story

Storytelling is the most effective vehicle for conveying emotion.

• Focus on People: Tell the stories of your customers, your employees, or your own journey as a founder. A story about a person is always more emotionally resonant than a story about a product.
• Use the "Hero's Journey": Frame your customer as the hero. Talk about their struggles (the conflict) and how your brand helped them to achieve a triumphant resolution.

2. Use Empathy to Understand Your Audience's Feelings

Put yourself in your customer's shoes.

• What are their biggest fears and frustrations? Your content can create a sense of relief by showing that you understand their pain and can offer a solution.
• What are their biggest hopes and aspirations? Your content can be inspirational, showing them a vision of a better future that your brand can help them to achieve.

3. Use Powerful, Evocative Language

The words you choose have a huge impact on the emotional tone of your content.

• Use Sensory Words: Use words that appeal to the senses (sight, sound, smell, taste, touch) to create a more vivid and immersive experience for the reader.
• Use Emotional Adjectives: Words like "inspiring," "heartwarming," "surprising," or "essential" can add a layer of emotional weight to your headlines and your copy.

4. Leverage Visuals

Images and videos are a direct path to our emotions.

• Show Human Faces: A photo of a person's face, especially one showing a clear emotion like joy or relief, is a powerful tool for creating an emotional connection.
• Use Color Psychology: Your brand's color palette can be used to set a specific emotional tone.
• Use Music in Your Videos: The soundtrack of a video has a massive impact on its emotional feel.

The Spectrum of Emotions

While positive emotions like joy, inspiration, and surprise are often the goal, don't be afraid to tap into other emotions when it's appropriate.

• Fear or Urgency (FOMO): The fear of missing out can be a powerful motivator for a limited-time offer.
• Anger or Frustration: You can tap into a shared frustration with a problem in your industry to show that you are on your customer's side.
• Sadness or Empathy: For nonprofit organizations, a story that evokes empathy can be a powerful driver of donations.

A Word of Caution: Be Authentic

Your use of emotion must be genuine and authentic to your brand. If it feels forced or manipulative, your audience will see right through it, and it will have the opposite of the intended effect.

Conclusion

Emotion is the secret ingredient that can transform your content from forgettable to unforgettable. By moving beyond just presenting information and instead focusing on telling stories that make your audience feel something, you can build a much deeper, more human, and more persuasive connection with them. In the end, people will forget what you said, but they will never forget how you made them feel.